Coca-Cola Goes for Gold in Rio 2016 Olympic Games with Global #ThatsGold Campaign

Guía de Regalos

North America to Feature Elite Olympic Hopefuls Including Alex Morgan
and Nathan Adrian

ATLANTA–(BUSINESS WIRE)–As the clock ticks down to the Opening Ceremony of the Rio 2016 Olympic
Games, Coca-Cola has its eyes set on celebrating gold – but not just the
gold found on top of the world’s most elite podium. In the 88th
year of this special partnership, Coca-Cola will celebrate with fans
across the world the gold feeling that comes from accomplishing
something great, however simple, in an everyday moment.


“While the gold medal is an icon of sporting success, Coca-Cola believes
that gold moments can happen far beyond the podium. They can happen
every day and all around the world,” said Rodolfo Echeverria, Vice
President of Global Creative, The Coca-Cola Company. “For Coca-Cola,
gold moments are made of special feelings – joyful, refreshing, sharable
– all of those moments that make you feel gold, just like the feeling of
drinking an ice-cold Coca-Cola. We look forward to bringing #ThatsGold
to life in Rio de Janeiro and around the world.”

#ThatsGold, which is rolling out around the world this July, will come
to life through the following activations:

  • Global
    Television and Print Campaign
    : Coca-Cola will bring
    #ThatsGold to life through global
    television commercials (TVCs)
    and out-of-home campaign,
    featuring famous gold moments from previous Olympic Games and the
    faces of some of the most famous athletes from around the world. Among
    them, USA swimming champion Nathan Adrian, Australian hurdler,
    Michelle Jenneke and rising GB athlete, Jodie Williams. In line with
    the recent “Taste the Feeling” global creative campaign, the images
    featured in the global creative depict authentic, real gold moments on
    and off the podium with a Coca-Cola, Coca-Cola Light/Diet, Coca-Cola
    Zero or a Coca-Cola Life. The TVCs center on the gold moments that
    happen both on and off the podium during the Olympic Games.
  • Torch Relay: In the lead up to the Games, Coca-Cola has been
    the presenting partner of the Olympic flame on its incredible 95-day
    journey through Brazil as part of the Rio 2016 Olympic Torch
    Relay
    . By the time the torch arrives in Rio de Janeiro, the flame
    will have been carried by over 12,000 people, having visited 320
    cities, covering 20,000km on land, and over 16,000km by air. Nearly
    2,000 Coca-Cola torchbearers are helping the flame reach the most
    remote and diverse corners of Brazil, chosen based upon the inspiring
    work they have done in their communities, for embracing positivity and
    for the gold spirit with which they bring people together.
  • The Coca-Cola Olympic Station: For the first time in its
    Olympic Games history, Coca-Cola will create an official ‘must see’
    hang out for teens in Rio where they can experience and engage with
    the Olympic Games on their terms. Located in the new heart of the city
    and Official Rio Live Site, Praca Maua, this hang out will give fans
    the chance to experience #ThatsGold in a number of ways, from
    innovative tech activities to headline events with their idols. The
    space will mix athletes, music artists and influencers, allowing them
    to create and share their gold moments across social networks, all
    while tasting the feeling of a Coca-Cola.
  • #IssoÉOuro/#ThatsGold Experience: Within the Olympic Park, The
    Coca-Cola experience, a visually stunning activation, will include
    ice-cold Coca-Cola in commemorative gold aluminum bottles, a
    celebration of the Olympic Torch Relay (including a photo with the
    torch), highlights of the long-standing partnership between Coca-Cola
    and the Olympic Games, and a pin trading and retail experience.
  • Global Influencers: To spread #ThatsGold across the world,
    Coca-Cola has enlisted a selection of global influencers,
    including: Australian superstars Cody and Alli Simpson, Canadian
    actress and fashion blogger Allie Evans, and British YouTuber Jake
    Boys. The influencers are creating a series of content that defines
    what #ThatsGold means to them and encourages their social media
    followers to celebrate their own gold moments.
  • Coletivo: The Rio 2016 Olympic Games will see the Coletivo
    Coca-Cola project extended further through Coletivo Events; a training
    program for young people from Rio de Janeiro’s favelas that aims to
    empower people from these communities through work. During the Olympic
    Games, Coca-Cola will employ young people from the initiative and
    train them to work within hospitality, venue operations and
    experiential roles, giving them valuable work experience and a
    once-in-a-lifetime chance to be part of the Rio 2016 Olympic Games in
    their home city. Now #ThatsGold.

North America Finds Gold

North America is one of more than 50 markets activating #ThatsGold
globally. The campaign will come to life through an integrated marketing
program that incorporates an elite group of five Team USA athletes and
hopefuls and an Olympic legend who have won a total of more than 20
Olympic medals, including nine gold:

  • Alex Morgan, Soccer

    • A key member of the U.S. Women’s National Team that won the 2015
      FIFA Women’s World Cup, Morgan also won gold in the London 2012
      Olympic Games. In 2012, Morgan was named U.S. Soccer Female
      Athlete of the Year by the United States Soccer Federation.
  • Ashton Eaton, Track & Field

    • A gold medalist in men’s decathlon at the London 2012 Olympic
      Games, Eaton holds the world record in both the decathlon and
      indoor heptathlon events.
  • Tatyana McFadden, Paralympic Track

    • McFadden is an 11-time Paralympic medalist, winning gold in the
      Sochi 2014 Olympic Games cross-country skiing, 1km sprint, and
      three gold medals at the London 2012 Olympic Games.
  • Nathan Adrian, Swimming

    • Reigning “Fastest Man in the Pool,” Adrian has amassed three
      Olympic gold medals and seven World Championship golds since 2008.
      Adrian will compete in his third consecutive Olympic Games in Rio.
  • Leo Manzano, Track & Field

    • A 2012 silver medalist in London, Manzano was the first U.S.
      athlete to make the podium in the 1500m race in 44 years.
  • Nastia Liukin, Gymnastics legend

    • One of the all-time most decorated U.S. gymnasts, Liukin won a
      gold medal for the all-around competition in the Beijing 2008
      Olympic Games, adding to her three silver medals and single
      bronze. Liukin also won four gold medals during her career in the
      World Championships. In 2014, she was inducted into the USA
      Gymnastics Hall of Fame.

The slate of Coca-Cola athletes will help bring the Company’s #ThatsGold
campaign to life and will be featured through:

  • Limited-edition Coca-Cola, Diet Coke and Coca-Cola Zero packaging
    available nationwide. Beginning in mid-July, a range of 12-ounce cans
    will feature silhouette-style images of the athletes in motion, in
    anticipation and celebration of the Rio 2016 Olympic Games. Specially
    marked product will be on store shelves through the end of August or
    while supplies last.
  • A series of three video vignettes, produced in partnership with
    NBC, focus on some of the happiest and most triumphant moments enjoyed
    by Morgan, Eaton, McFadden, Manzano, Liukin and Adrian, on and off the
    podium. The vignettes are narrated by the athletes and feature a
    collection of images and video that share the emotion behind their
    favorite #ThatsGold moments. A fourth vignette features a selection of
    Coca-Cola athletes issuing a call to action to viewers, inspiring them
    to share their own #ThatsGold moments through photos and video across
    social platforms using the hashtag #ThatsGold.

Historic Partnership

The Rio 2016 Olympic Games marks 88 years of partnership between The
Coca-Cola Company and the International Olympic Committee and the
Olympic Movement. “As an Olympic sponsor since 1928, we believe the
Olympic Games are a force for good that unite people through a common
interest in sports, and we have seen first-hand the positive impact and
long-lasting legacy they leave on the communities of the host nations,”
said Echeverria. “We support the core values of the Olympic Movement –
excellence, friendship and respect – and are proud to continue our role
in helping to make the Olympics a memorable experience for athletes,
fans and communities all around the world.”

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world’s largest beverage
company, refreshing consumers with more than 500 sparkling and still
brands and more than 3,800 beverage choices. Led by Coca-Cola, one of
the world’s most valuable and recognizable brands, our company’s
portfolio features 20 billion-dollar brands, 18 of which are available
in reduced-, low- or no-calorie options. Our billion-dollar brands
include Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, vitaminwater,
Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold Peak. Through
the world’s largest beverage distribution system, we are the No. 1
provider of both sparkling and still beverages. More than 1.9 billion
servings of our beverages are enjoyed by consumers in more than 200
countries each day. With an enduring commitment to building sustainable
communities, our company is focused on initiatives that reduce our
environmental footprint, create a safe, inclusive work environment for
our associates, and enhance the economic development of the communities
where we operate. Together with our bottling partners, we rank among the
world’s top 10 private employers with more than 700,000 system
associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com,
follow us on Twitter at twitter.com/CocaColaCo,
visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com
or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.

Contacts

The Coca-Cola Company
Kate Hartman, 404-676-1254
press@coca-cola.com